UKIP and the Tories are the two most hated brands in Britain

UKIP is the most hated brand in the country, followed by the Conservatives, according to new research. The two parties are even more disliked Marmite, who use their divisiveness as part of their brand image, and the low-budget airline Ryanair.

On becoming Tory leader in 2005, David Cameron set about attempting to ‘detoxify’ the party, by bringing focus to environmental issues, coining the idea of the “Big Society” and most famously, that hug a husky moment:

He was not alone: in 2002, now-Home Secretary Theresa May told a shocked Conservative conference that “people call us the nasty party”.

Now, a decade after being elected leader, including almost five years in power presiding over huge cuts to public spending, it seems Cameron’s initial efforts at modernisation have done little to alter the public’s attitudes. In a survey of 1,500 people carried out by advertising agency Isobel, found that only UKIP is disliked more than the Tories.

Given the level of antipathy towards both parties, it suggests that Labour’s anti-UKIP strategy may be effective. In September, Labour launched “More Tory than the Tories” branding, in an effort to win back ex-Labour voters who have been taken in by UKIP’s recent rise.

Not only does this attack play on the strong feelings against the Conservatives in many Labour areas, but seeks to tie the two parties’ unpopularity together.

Things aren’t all rosey for Labour, though, The results suggest a level of detoxification would be welcome for them too: Labour are the fifth most disliked brand, ahead of the Lib Dems, McDonald’s, Starbucks, Facebook, and KFC.